March 26, 2015

Advertising about advertising.

Boston Pizza’s latest advertising in Québec.

Boston Pizza continues its apparently successful ad campaign in Québec featuring well-known comic Louis Morissette. Set in a restaurant, the spokesperson is asked by a family enjoying a meal if they’re going to be part of a commercial. They chat about what a Boston Pizza spot would likely communicate - effectively delivering the key messages. It ends with the teenage son telling Morissette that all that’s missing to make this a really good ad would be a well-known stand-up comic. (“Tout ce qui manque pour que ce soit une bonne annonce, ce serait un humoriste populaire.”)

When an ad shows consumers advising on ad strategy, it’s perhaps proof that the strategy of using celebrity comics to pitch brands has become rather expected in Québec.